Maine Conservation Recreation Forum Maine’s Outdoor Recrea1on Economy: Past, Present and Future Presented by: Maine Office of Tourism
Become the premier four-season destination in New England
MISSION MAINE’S
Become the premier four-season destination in New England
RESEARCH DRIVEN
Demographic – Visitors & Prospects Psychographic -‐ Prospects
Visitor Research • The specific objectives of the program are: – to identify Maine’s share of the travel market; – to quantify the number of visitors who come to Maine; – to estimate the amount of spending devoted to tourism in Maine; – to profile the Maine traveler – including where they come from, who they travel with, where they go in the state and what they do.
Full report available at MOTPartners.com
Demographic Changes – Aging society – Having children later in life – Families with fewer children – Wider range of household types – Greater ethnic diversity – Rural depopulation
Travel Trends • Strong spend by the younger generation – Gen Y and X are spending on luxury – but want good value.
• Value continues to be king – even the affluent are focused on good value.
• Competing globally – 68% of Americans plan to travel outside the US
• “Diverse aware” – duel pronged strategy for over 50 and under 50. – Cultural differences
Travel Trends • Technology and Travel – Easy to log on while traveling • Mobil devices/Small Screen – smartphones, iPads
– Social networks become more important to trip planning • People get advice from friends, not strangers
– Information overload on the Web • Difficult to sift content to find authentic suggestions and advice • Travel agencies and one-stop shops for tailored vacations
Travel Trends • Caution – Curation – Contentment – Convenience • Caution – Consumers are vigilant. Want vacation that is risk free. • Curation – Circles of intimacy – manage information and relationships. • Contentment – Spontaneity and fun snatched away. Wellbeing and meaning will define context of happiness. • Convenience - Empowered consumer wants more choices
Outdoor Trends • • • • •
Seek meaningful outdoor experiences Diverse demographic Outdoor recreaHon is an essenHal part of daily life Strengthens local communiHes Leaders across the country realize economic, social and health benefits – No longer a nice to have, now a must have
• Spend more -‐ occurs in two forms
– trips & travel – gear & vehicles
Outdoor Recrea,on Economy Report by the Outdoor Industry Associa,on
Outdoor Trends • Youth parHcipaHon declining, ages 6 to 12 • 2011-‐ 63%; 2006 -‐78% • Outdoor ParHcipaHon Total • 2011-‐ 49.4%; 2006 -‐49.1% • Most popular acHviHes among young people and similarly adults • Running • Biking, • Camping • Fishing • Hiking
Outdoor Trends AcHviHes showing significant 3 year growth
• • • • • • •
Telemarking 46% Snowshoeing 41% RecreaHonal kayaking 32% Triathlon 28% Whitewater kayaking 24% Bow hunHng 24% Adventure racing 16%
Outdoor Par,cipa,on Topline Report 2012 – Outdoor Founda,on
Types of Tourism Ecotourism -‐ "responsible travel to natural areas that conserves the
environment and improves the well-‐being of local people” TIES, 1990 Cultural heritage tourism -‐ “traveling to experience the places and acHviHes that authenHcally represent the stories and people of the past and present. It includes historic, cultural and natural resources.“ Na,onal Trust for Historic Preserva,on Sustainable tourism -‐ “maintain a high level of tourist saHsfacHon and ensure a meaningful experience to the tourists, raising their awareness about sustainability issues and promoHng sustainable tourism pracHces amongst them. " World Tourism Organiza,on, 2004
Types of Tourism Responsible tourism -‐
• minimizes negaHve social, economic and environmental impacts • generates greater economic benefits for local people and enhances the well-‐being of host communiHes • improves working condiHons and access to the industry • involves local people in decisions that affect their lives and life chances • makes posiHve contribuHons to the conservaHon of natural and cultural heritage embracing diversity • provides more enjoyable experiences for tourists through more meaninful connecHons with local people, and a greater understanding of local cultural, social and environmental issues • provides access for physically challenged people • is culturally sensiHve, encourages respect between tourists and hosts, and builds local pride and confidence
Types of Tourism Voluntourism -‐ form of travel where one volunteers on projects which give back to the community.
Nature-‐based tourism -‐ Leisure travel undertaken largely or solely for the
purpose of enjoying natural aeracHons and engaging in a variety of outdoor acHviHes. Bird watching, hiking, fishing, and beachcombing are all examples of nature-‐based tourism. Geotourism -‐ similar to sustainable tourism and is a definiHon brought about by NaHonal Geographic Traveller...the concept is the same but they focus on the 'sense of place' in an area rather than the industry's efforts.
General Principles • • • • • •
ConnecHon to community Locally products Historic preservaHon Sustainable use of resources Telling the story AuthenHcity
MARKETING
STRATEGIES
• Rejuvenate/refresh the Maine brand to make it relevant and contemporary. • Convert aspiration to visitation among first time visitors. • Use research and date analytics to focus on those markets that have the highest propensity to deliver new visitors staying in paid accommodations. • Employ a clear two-pronged approach: ACQUISITION – entice first time visitors RETENTION – give past visitors a reason to return
•
Rejuvenate/refresh the Maine brand to make it relevant and contemporary.
•
Convert aspiration to visitation among first time visitors.
•
Use research and data analytics to focus on those markets that have the highest propensity to deliver new visitors staying in paid accommodations.
•
Employ a clear two-pronged approach: ACQUISITION – entice first time visitors RETENTION – give past visitors a reason to return
CREATE BRAND CRAVING A state of being more valuable than the “things” – activities, vistas, sites, food, etc. Maine needs to become an antidote for something missing in consumers’ lives
A state of being more valuable than the “things” – activities, vistas, sites, food, etc. Maine needs to become an antidote for something missing in consumers’ lives
• What is the Maine attitude? • What does the Maine experience feel like? • What personal values (core human values) burn more brightly in Maine and in a Maine vacation experience? • What is the authentic sense of place that Maine delivers? • Where does the Maine brand intersect with or reflect vacationer’s sense of self/their personal identities?
THE REAL THING.
FROM REAL PEOPLE. GIVING REAL ADVICE.
Insert chart for IntegraHon across vacaHon planning lifecycle in paid, earned and owned media channels
ALL NEW VisitMaine.com
Enhance user experience & content Improve design & functionality Apply new technology
Enhance user experience & content Simplify navigation Improve content {more experiential and emotive} Multiple paths to content Alignment with key vacation planning stages Content based on user preference Increased exposure to partners outside of listings Better mobile experience
Improve design and functionality
Editorial / magazine layout style cues Contemporary design elements Display content in ‘snack-able’ structure Evolve trip planner functionality Imagery and typography to help tell the story Adaptive design for multi-screen and multi-device consumption
Apply new technologies New content management system Improved search integration Advanced mapping functionality New development techniques
Where original people perfectly complement the beauty of this place. Explore and discover what the Maine Thing is all about. So be inspired. Be adventurous. Be yourself. Discover your Maine Thing.
Carolann Ouellette
[email protected]
